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ZURICH, SWITZERLAND
PROGRAM AGENDA:                                                                         
DAY 1 (Tuesday, 21 February 2012)
General Session:
7:15-8:15
 Registration & Networking Breakfast in Exhibition Hall
__________________________________________________________________________________________________________________________________
8:15-8:30
 Conference Chairpersons’ Opening Remarks

Vice President, Head Global Competitive Intelligence, Merck & Co., Inc.

Director - Strategic Intelligence, Takeda
__________________________________________________________________________________________________________________________________
8:30-9:25
 Keynote: State of the Healthcare Industry
Review of the latest trends which will shape the Healthcare market in 2012 and beyond

Vice President, Head Global Competitive Intelligence, Merck & Co., Inc.
__________________________________________________________________________________________________________________________________
Keynote: Drug Development – An Investor Perspective
Why would anybody invest in products that may never come to market?

Partner, HBM Partners
__________________________________________________________________________________________________________________________________
9:25-10:00
 The Emergence of the Competitive Strategy Industry
“Powerful trends are reshaping the pharmaceutical industry. As a result, the role and the impact of Competitive Intelligence within Pharma will be largely redefined.
To win in the highly competitive markets of the future, pharmaceutical managers and their supporting CI consultancies will have to undergo dramatic changes to
ensure they keep delivering value. Wrapped within this change is “the opportunity”. Deallus will illustrate how the emergence of the Competitive Strategy industry (the
opportunity) is already challenging the traditional CI industry and will provide evidence of the underpinning traits of successful players.”

Chief Operating Officer, Deallus Group
__________________________________________________________________________________________________________________________________
10:00-11:00
 Networking & Refreshments in Exhibition Hall

__________________________________________________________________________________________________________________________________
11:00-12:00
 Keynote Panel: Reaction/Response to Keynote Presentation

Director Global Commercial Analytics, Actelion

International Marketing Director, Amgen

Group Leader Competitive Intelligence, F. Hoffman-La Roche

Director Product Management, Helsinn Healthcare

Vice President, Head Global Competitive Intelligence, Merck & Co., Inc.

Competitive Intelligence Director, GPS&C, Novartis Pharma AG

Head Global Product Patrimony Management, Pharmaceutical Customer Solutions - Global Operations, Sanofi-Aventis
__________________________________________________________________________________________________________________________________
12:00-13:00
 Networking Luncheon

__________________________________________________________________________________________________________________________________
Participants may choose 1 of 2 concurrent tracks
13:00-13:40
 TRACK A
 Designing and Implementing a Regional Centre of Excellence for Competitive Intelligence
  • Needs assessment and stakeholder alignment
  • Establishing a team and creating a community
  • Defining objectives, roles and responsibilities and critical success factors
  • Enablers for successful implementation
  • Creating a fully integrated framework

EMEA Head of Business Insight, Johnson & Johnson  

__________________________________________________________________________________________________________________
  TRACK B
 Effective CI Organizations
Effective CI units are engaged in the CI process at multiple levels and provide insight that goes beyond the interesting into the essential.  These
units provide data and support decisions through recommendations on how internal clients can take advantage of opportunities and avoid
threats. Leadership expects CI units to see beyond the raw findings and be an active part of the decision making. This presentation will highlight:

  • The results of a survey that points to the characteristics of a successful and engaged CI unit
  • How CI professionals work with their internal clients to stay relevant and proactive
  • How CI units use external resources to leverage internal capabilities and increase effectiveness
  • And finally, how to structure and align your CI unit with success

SVP, Fletcher/CSI Healthcare Strategies

__________________________________________________________________________________________________________________
Participants may choose 1 of 2 concurrent tracks
13:40-14:20
 TRACK A
 How to Recruit, Train and Retain Competent CI Professionals
CI Professionals are expected to use a unique combination of personal skills and qualities. This session will focus on:

  • What are the appropriate skills for Intelligence Professionals
  • How to identify these skills in selection and interviewing
  • 10 Key questions at interviews to ascertain the core intelligence skills
  • Options for training and skill development
  • Modern Alternatives to Full Time headcount

Director - Strategic Intelligence, Takeda

__________________________________________________________________________________________________________________
  TRACK B
 e-Health … Big Opportunities, Big Threats from Big Data
Is EU pharma lagging badly behind the US?
A revolutionary movement to collect longitudinal patient-level data is gathering momentum in the US.  New electronic medical record systems
are being rolled out, new Internet social sites are gaining traction, new analytical software tools are being market-tested.  Third party vendors are
piecing together these electronic products and services to offer radical new views on specific disease areas and near real-time drug usage.  Are
you one of the savvy pharma and biotechs that understand what is happening in the US and how it can impact you here in Europe, or is this a
serious blind spot?  If you are not aware of these developments, join this session and get up to date on the potential threats and opportunities
from Big Data in the US healthcare market.

Research Director, Healthcare, Fuld & Company

__________________________________________________________________________________________________________________
Participants may choose 1 of 2 concurrent tracks
14:20-15:00
 TRACK A
 Social Media Monitoring for Brand Insights
Social Media Monitoring provides the Pharmaceutical Marketer and Competitive Intelligence professional access to potentially tens of thousands
of un-biased, spontaneous patient comments and conversations that could provide him/her some valuable insights into why physicians are
making the brand choices that they are, why patients are being asked to switch from one brand to another, what is liked/disliked about a brand
within the competitive context.

Value Edge has a robust 2 layered approach : web crawling that mined the internet space and indexing comments combined with in-depth
human monitoring. While this is obviously very resource intensive – on the other hand this approach provides huge rewards in terms of the insights
gained. Value Edge will share a case study across a rare disease and an ultra orphan indication on how it approached the social media
monitoring and what kind of results have been possible for the client.

Director Global Commercial Analytics, Actelion

Managing Director, Value Edge Research Services

__________________________________________________________________________________________________________________
  TRACK B
 The Evolving Appreciation of and for CI
Of – because more people are now aware of what it is (what it can/can’t do) outside of a traditional customer base.
For – because more people see where it offers value to their organisation – they are becoming more adept at identifying business questions
where companies with CI expertise can offer more value than traditional consultancies.

Business Unit Managers, Deallus

__________________________________________________________________________________________________________________
15:00-16:00
 Networking & Refreshments in Exhibition Hall
Participants may choose 1 of 2 concurrent tracks
16:00-18:00
 TRACK A
(16:00-16:40)
 ‘'Being in the Mind of…’.: Using War-Gaming to Anticipate a Competitor’s Move
A business case: biosimilars in Emerging Markets.
  • The Chessboard EM: Markets are emerging differently. Different Pharma strategies are emerging.
  • The Players in EM: usual suspects & outsiders popping out of the blind spot of your radar screen.
  • The War Game: objectives, tools, script, outcome & key learnings.

Head of Competitive Intelligence, Sanofi-Aventis

__________________________________________________________________________________________________________________
  (16:40-17:20)
 War Games: Are Pharmaceutical Companies Missing a Trick in Phase III Clinical Design?  
  • Developing differential advantage
  • Vital role of war game before Ph III clinical trial design
  • Definition of a war game
  • Pros and cons of using war game to optimise Ph III trial design
  • Successful company strategies
  • Q&A

Associate War Game Consultant, Lifescience Dynamics

__________________________________________________________________________________________________________________
  (17:20-18:00)
 Developing Effective Early Warning Systems

Competitive Intelligence Manager, Chiesi Farmaceutici S.p.A.

Competitive Intelligence Analyst, Innovation, Virbac

Director Global Commercial Analytics, Actelion

__________________________________________________________________________________________________________________
  TRACK B
(16:00-17:00)
 How to Turn CI into Strategy/ Strategies to Raise the Internal Profile of CI

Competitor & Scientific Intelligence – Director, GlaxoSmithKline

Director Product Management, Helsinn Healthcare

EMEA Head of Business Insight, Johnson & Johnson

Competitive Intelligence Analyst, Virbac

__________________________________________________________________________________________________________________
  (17:00-18:00)
 Biosimilars (emerging countries and API, formulation, clinical trials, manufacturing)

CEO and President, Global Pharma Alliance

Head Global Product Patrimony Management, Pharmaceutical Customer Solutions - Global Operations, Sanofi-Aventis

Head of Competitive Intelligence, Sanofi-Aventis

__________________________________________________________________________________________________________________
18:30
 Attendee Dinner Sponsored by Deallus & Pennside Partners
 
DAY 2: (Wednesday, 22 February 2012)
7:15-8:15
 Registration & Networking Breakfast in Exhibition Hall

_________________________________________________________________________________________________________________________________
8:15-8:30
 Chairpersons’ Opening Remarks (Will occur within each separate track session)
Participants may choose 1 of 2 concurrent tracks
8:30-9:10
 TRACK A
 BI/CI – More Than Just Market Research

Director, Sales and Marketing Effectiveness Analytics EMEA, Bausch & Lomb

Manager, Global Competitive Intelligence, Merck

__________________________________________________________________________________________________________________
  TRACK B
 Advanced Monitoring of Secondary Sources: News, Conferences, Trials, and Product Milestones  

A challenging issue that pharmaceutical companies face is attempting to monitor the overwhelming amount of secondary CI information
available. End users often feel they are asked to "drink from the fire hose." We will share lessons learned from our experience providing
customized, integrated executive briefings and dashboards. We will explore various options for presenting clinical trial landscapes and for
mapping competitors development status. A unique set of approaches and specific case studies will be presented.

President and Owner, The Larvol Group

__________________________________________________________________________________________________________________
Participants may choose 1 of 2 concurrent tracks
9:10-9:50
 TRACK A
 Best Practice in Agency Outsourcing
Outsourcing part of an Intelligence department’s work is common practice in the pharmaceutical industry. How do you maximise the return on
this investment for your department, counteract internal critics and form professionally meaningful relationships with agencies who go the extra
mile? Critically, when has outsourcing gone too far? This presentation will answer these questions and cover the results of an agency survey to
share some fantastic best-practice and ‘avoid-at-all-costs’ worst-practice case studies.

Strategic Intelligence, Senior Manager, Takeda

__________________________________________________________________________________________________________________
  TRACK B
 Using MEGATRENDS ANALYSIS to Enhance the Visibility & Impact of the CI Function to Senior
Executives
  • What are megatrends and how can you anticipate their impact on your company?
  • How to use megatrend assessments to discover new opportunities and anticipate new threats
  • Concrete examples of how companies benefit from –or are threatened by- megatrends
  • Which megatrends affect the Business Intelligence function?
  • How to build an in-house megatrend exercise in order to sharpen your (competitive) strategy and ensure long-term success
  • How to benchmark yourself against your competitors using long-term metrics, and drawing conclusions for your long-term competitive
    position
  • As a close: key advise to shape your company’s future strategy based on megatrends

Senior Investigator, ISIS - Integrated Strategic Information Services, Inc.

__________________________________________________________________________________________________________________
Participants may choose 1 of 2 concurrent tracks
9:50-10:30
 TRACK A
 PROFILING as a Strategic CI Tool – When Does It Make Sense?
Profiling is a multi-tiered method of research and analysis that produces forecasting of a subject’s future decisions and actions. It can be used
with individuals, groups or organizations.

Accepted psychological analytics are most effective when applied to individuals; social psychology, organizational theory and other social
science tools are used to guide research and analysis in the profiling of groups and organizations. Profiling proceeds from a ‘portrait’ of current
and past actions to forecasting future scenarios based on the KITs (Key Intelligence Topics) that drive and focus the project.  It is a highly
specialized, labor- intensive method requiring sophisticated analysis that yields insights not obtainable in any other way.  

Presentation is targeted to executives and CI professionals thriving to expand their CI portfolio and strategic reach: Who would be a potential
client for these insights? When should it be introduced as part of the CI tool kit? Etc.

In a dialogue between a profiling expert and a seasoned CI practitioner applications and use, challenges and obstacles of profiling will be
discussed.

ICOCI

ABS

__________________________________________________________________________________________________________________
  TRACK B
 Predicting Clinical Trial Timelines to Achieve Better Competitive Intelligence
Citeline’s newest offering, TrialPredict, fills critical gaps in trial reporting so that you can better predict your trial and clinical program, as well as
track your competitors’ trials.  TrialPredict employs a proprietary algorithm to select an unbiased benchmark trial set and perform a nonparametric
analysis to forecast enrollment and study period durations for clinical trials – ongoing as well as completed trials that lack timing information.
Citeline has captured critical, actual timing data over the past three years; among completed trials in TrialTrove with published results, only one-
third report on enrollment duration. TrialPredict fills the gap in this reporting with statistically calculated predictions. For trials involving diseases
that demand event-driven outcomes, less than one-quarter report actual study periods; TrialPredict also provides a most likely estimate for this
critical period.

Senior Vice-President, Product Development & Content Strategy, Citeline

__________________________________________________________________________________________________________________
10:30-11:30
 Networking & Refreshments in Exhibition Hall
11:30-12:00
 Networking Roundtables/Discussion
(Led by an expert at each table placed throughout exhibition hall. Participants may freely move from one table to another in this open space environment.)
  ROUNDTABLE 1:
 Special Considerations for Biologics Competitive Intelligence
Associate Director, R&D Intelligence, MedImmune
_________________________________________________________________________________________________________________
  ROUNDTABLE 2:
 Manufacturing CI
Senior Business Intelligence Manager, DSM
_________________________________________________________________________________________________________________
  ROUNDTABLE 3:
 Licensing/BD
Senior Manager Corporate Development & Strategy, Onyx Pharmaceuticals
_________________________________________________________________________________________________________________
  ROUNDTABLE 4
 Aspects to be Considered by Western Big Pharma When Creating Their Asian Presence
President and CEO, Dr. Floether Consulting
Former Vice-President Business Development Asia-Pacific, Global ChemPharm Division of Johnson & Johnson
_________________________________________________________________________________________________________________
  ROUNDTABLE 5
 How to Automate the Intelligence Workflow
Account Manager EMEA, Digimind
_________________________________________________________________________________________________________________
Participants may choose 1 of 2 concurrent tracks
12:00-13:00
 TRACK A
 How to Build an Effective CI Organization/ Best Practices in Building a CI Group

Director Product Management, Helsinn Healthcare

Competitor & Scientific Intelligence – Director, GlaxoSmithKline

Director Global Commercial Analytics, Actelion

Strategic Intelligence, Senior Manager, Takeda

__________________________________________________________________________________________________________________
  TRACK B
 Presentation:
Offshoring of Pharma R&D to Asia - "Flavour of the Day" or Strategic Necessity. What does that
Mean for CI professionals

President and CEO, Dr. Floether Consulting
Former Vice-President Business Development Asia-Pacific, Global ChemPharm Division of Johnson & Johnson

__________________________________________________________________________________________________________________

Panel Discussion:
The Changing Nature of R&D Intelligence

Head Global Product Patrimony Management, Pharmaceutical Customer Solutions - Global Operations, Sanofi-Aventis

Director, Sales and Marketing Effectiveness Analytics EMEA, Bausch & Lomb

Associate Director, R&D Intelligence, MedImmune

__________________________________________________________________________________________________________________
13:00-14:00
 Networking Luncheon
14:00-14:40
 Impact of Emerging Commercial Models on the Competitive Intelligence Function
European Health Systems are under intense pressure. The prevalence of chronic diseases continues to increase, the population is steadily ageing, and patients have
become more demanding. With the “Golden Age” of blockbusters fading away, high profitability is being truncated and cost control has become a pressing issue. At
the same time, a new and more complex market landscape is emerging: niche markets, more fragmented patient populations, different types of influencers,
increased competition, stronger role of HTA organizations for market access, and new regulations. Pharmaceutical companies need to adapt to this new landscape,
preserve profitability and exploit emerging opportunities; this can be done best with a new commercial model.

Core features of such a new commercial model for the Pharma industry can be:
  • Agile solutions to better respond to changing market conditions
  • New product launch management techniques to cope with increased launch complexity
  • Improved approach towards leveraging influencers to maximize prescription share in key markets
  • Reduced internal resources to cope with increased competition and decreased margins

This talk will discuss how these features are impacting the competitive intelligence function and what changes are needed to remain a value-adding function within
a leaner Pharma organization.

Global Business Unit Head Life Sciences and Healthcare, Evalueserve

_________________________________________________________________________________________________________________________________
14:40-15:00
 Networking & Refreshments in Exhibition Hall

_________________________________________________________________________________________________________________________________
15:00-15:40
 External Intelligence - More Insights, Better Intelligence, Informed Decision-Making - Tales from Other
Industries
  • External Intelligence - proposal, strategy, building a value-add service, raising the internal profile
  • Key competitive analysis approaches and methodologies
  • Smart mining of media for CI and Reputational Insights
  • Effective early warning systems through predictive analytics and harvesting the collective knowledge of your employees and partners
  • Best practices in consolidation and rationalization of key external information services
  • How to leverage efforts and build partnerships (both internally and with your supply chain)
  • Collective competitive intelligence - using your own employees to gain predictive insights in competitive behavior
  • Key learnings for the BioPharma industry

Former Head of External Intelligence, Shell

_________________________________________________________________________________________________________________________________
15:40-16:15
 Summary and Key Takeaways

Director Global Commercial Analytics, Actelion

Group Leader Competitive Intelligence, F. Hoffman-La Roche

Director Product Management, Helsinn Healthcare

Vice President, Head Global Competitive Intelligence, Merck & Co., Inc.

Associate Director Competitive Intelligence, Novartis

Head Global Product Patrimony Management, Pharmaceutical Customer Solutions - Global Operations, Sanofi-Aventis

Director, Strategic Intelligence, Takeda

_________________________________________________________________________________________________________________________________
16:15
 Conference Concludes
_________________________________________________________________________________________________________________________________
19-20 FEBRUARY 2013